This Diploma thesis focuses on the marketing communication of the company named Záhradní vinařství. The issue of interest will be explained in the theoretical part, which will serve as the foundation for the outputs of the analytical part of the thesis. Based on the conducted analyses, an appropriate marketing communication strategy will be suggested in the practical part of thesis.

This Diploma thesis, on the basis of theoretical knowledge from marketing area and marketing communication, internal and external firm environment and hers customer analysis, defines the present state of company and suggests a possible communication strategy.

<p dir="ltr">Studying ZARA provides valuable insights into the marketing communication strategies employed by a highly successful fashion brand. ZARA's innovative business model, which prioritizes speed, affordability, and fast fashion line turnaround, has disrupted the traditional fashion industry and created a new paradigm for fast fashion. The company's ability to rapidly create and distribute affordable, trendy clothing has made it one of the most popular fashion brands globally.</p><p dir="ltr">Analyzing ZARA's success in marketing and communicating with customers, as well as its ability to stay ahead of fashion trends, can inform and inspire other fashion brands seeking to improve their market position. I collect and analyze data from a variety of sources, including applying the marketing mix 4Ps and 4Cs and using ZARA's FB posts as a sample to understand its social media communication strategies. The study aims to identify how these key factors contribute to ZARA's success in marketing and customer communication.</p><p dir="ltr">ZARA's marketing communication strategies emphasize customer-centricity and responsiveness to changing fashion trends, and the effective use of social media marketing. By staying closely connected to its customers' needs and desires, ZARA can rapidly create new products and styles that resonate with its target market. Furthermore, the company's effective use of social media platforms, such as Facebook, has helped to create a strong brand identity and a loyal customer base.</p><p dir="ltr">Overall, the study of ZARA's marketing communication strategies provides useful insights into marketing performance and what works in the fast-paced world of fast fashion. By emphasizing customer-centricity, responsiveness to changing fashion trends, and the effective use of social media marketing, fashion brands can create strong brand identities and connect with customers in meaningful ways.</p>

The ability to use scientific or engineering advances (new technologies) to meet market needs has become a primary business success factor. New technology is also a major factor influencing growth and productivity within a firm. However, the forces that lead to technological innovation are not always from inside the firm. Often a company receives technology (technology push) from outside sources. However, the transfer process is not always smooth. Public sector research represents an important source of technology. In the major Western industrialized countries, government and university research organizations account for over 40 percent of the national research and development (R&D) expenditures. However, many technology transfer efforts between public (federal government) and private sectors have been disappointing. Like all businesses, government organizations buy, sell, provide, and deliver ideas, services, and goods. Government organizations today face limited funding and personnel, but they must grapple with growing needs for their services. Public organizations often find it necessary to seek help from other organizations and individuals to achieve their objectives. In the case of diffusion of government-sponsored innovations, it is challenging to find parties who can facilitate them, and once the parties are identified, elicit the necessary assistance from them. Numerous research efforts have been conducted on technology transfer efforts between government-sponsored innovation and private sectors. However, when researchers attempt to gain an understanding of the efforts, they primarily look for end results and tend to neglect the information flow and communication process which lead to positive results. The Wood in Transportation Program (WIT), USDA Forest Service, has exerted considerable effort in transferring timber bridge technology to private industry. However, much of this effort has focused upon permanent bridge structures for highway or pedestrian use. Little research has been conducted on how to facilitate technology transfer via an information flow system to the target users. Another potentially large market may exist for portable timber bridges for use in forestry and logging operations. The main goal of this study was to evaluate the information flow through the entire logging system and identify intermediaries who can help the WIT Program, USDA Forest Service facilitate technology transfer. This study utilized a unique backward trace method to gain an understanding of how innovations are diffused. The research consisted of the following steps to attain the final goal of developing strategies to successfully diffuse portable timber bridge technology from public research sectors to private sectors. First, the research evaluated how the final users (loggers) receive information, why they prefer certain channel(s) over others, and how they make decisions to use or not use technology from developers (WIT). Second, intermediaries in the technology transfer process were identified by loggers and they were evaluated on how they receive information from technology developers; how they evaluate the information; how they currently promote and diffuse ideas or innovations. Finally, technology developers were evaluated on how they currently promote and diffuse ideas or innovations. Upon analysis of the network of information flow, a strategic marketing plan for successful transfer of portable timber bridge technology was developed. / Ph. D.

The objective of this diploma thesis is evaluation of marketing communication tools which are used by company Bohemia Trade CZ s.r.o., afterthat the concept of solution of improvement in this sphere. The base of elaboration of this thesis and achieving the objective was processing of data and information, which were gathered from intercompany materials and supplied by examinated company.

The goal of the diploma thesis "Analysis of the Marketing Communication in Vitra Koncept s.r.o." is an analysis of current situation of marketing communication in the company and a recommendation for its further better effectiveness. In the theoretical part marketing communication tools are defined, measurements methods of their effectiveness are described and modern tools which are currently used are mentioned. The applied part uses the knowledge from the theoretical part for the description of the company. The last part of the diploma thesis is devoted to summarize the attained knowledge and to suggest particular solution for the company's future practice.

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

Marketing is in a constant change where several industries are going from a traditional marketing towards a more digital marketing aspect. Precisely for the construction industry, previous studies show that small enterprises have not kept up with developments and believe that small enterprises in the construction industry often have a lack of knowledge in the field of marketing communication. The study is based on a qualitative research method with a deductive applied approach.The study is based on empirical data collected from six small enterprises in the construction industry in Dalarna. With the support of theory and previous research, the study has been able to resume how small enterprises in the construction industry work with marketing communication to create sales. The research study results in, that small enterprises in the construction industry using both traditional and digital marketing communications. Results of various traditional marketing communications used by small enterprises are business cards, flyers, logos on vehicles and sponsorship to create customer recognition and trust. Small enterprises also use digital marketing communications in the form of websites and social media to make it easier for customers to find them and create interaction with their customers. Through this marketing communications, small enterprises can create sales to their companies. / Marknadsföringsarbetet befinner sig i en ständig förändring där flera branscher går från ett traditionellt marknadsföringsarbete till ett mer digitalt marknadsföringsarbete. Just för byggbranschen visar tidigare studier på att småföretag inom byggbranschen inte har hängt med i utvecklingen och menar på att småföretag inom byggbranschen ofta har bristande kunskap inom marknadskommunikationens område. Problemet som uppstår är dels att småföretagen får nöja sig med generella teorier och modeller, dels att småföretagen ofta ha rbegränsade resurser. Samtidigt visar studier på att konsumenter inom byggbranschen upplever det svårt att hitta hantverkare vilket leder studien in på hur småföretag inom byggbranschen använder marknadskommunikation för att skapa försäljning på konsumentmarknaden. Studien har utgångspunkt i en kvalitativ forskningsmetod med en deduktiv tillämpad ansats. Studien baseras på empiri insamlad från sex småföretag inom byggbranschen i Dalarna som tillsammans utgör den empiriska data som uppfyller studiens syfte. Med stöd av teori och tidigare forskning har studien kommit fram till hur småföretag inom byggbranschen arbetar med marknadskommunikation för att skapa försäljning. Forskningsstudien resulterar i att småföretag inom byggbranschen använder sig av både traditionell-/ och digital marknadskommunikation. Resultatet av olika traditionella marknadskommunikationer som småföretagen använder är visitkort, reklamblad, logotyper på arbetsfordon och sponsring för att skapa igenkänning och förtroende hos kunder. Småföretagen använder även digitala marknadskommunikationer i form av webbsidor och sociala medier för att göra det lättare för kunder att hitta dem samt skapa interaktion med sina kunder. Generella slutsatser är att småföretag inom byggbranschen ofta strukturerar sin marknadskommunikation efter resurser eller eget intresse och att huvudsyftet med marknadskommunikationen grundar sig i att skapa igenkänning och förtroende för varumärket. Genom dessa marknadskommunikationer har småföretag inom byggbranschen möjlighet att skapa försäljning.

The master thesis deals with the analysis of marketing communication in the German market. It describes its specifics and demostrates them on the example of chosen market segment. The main task is to define marketing communication within marketing mix and to analyze its main trends. Next objective is to describe German consumer, his attitude to brands and advertising. The thesis focuses on media mix and legal regulation of advertising in the German market. In the last part there is mentioned marketing communication in the car industry and the example of marketing techniques of the car factory BMW.